The Brief (The Problem)
In 2013, Poo~Pourri launched their viral phenomenon, and I was brought in to handle the post-pipeline, managing VFX and critical bottle-replacement motion graphics as the brand evolved.
In 2013, Poo~Pourri launched their viral phenomenon, and I was brought in to handle the post-pipeline, managing VFX and critical bottle-replacement motion graphics as the brand evolved.
By 2016, they needed to expand the franchise. They brought BOLDRUSH back—not just for standard commercials, but to produce a complex, three-part interactive "Choose Your Own Adventure" campaign. The mandate was heavy: deliver a branching narrative of premium, highly stylized commercials over a single three-day shoot with a total hard budget of roughly $100K.
The Strategy
Shooting an interactive, branching campaign requires airtight continuity and mathematical precision, especially on a tight budget. I partnered with the original DP, Tel Stewart, to ensure the new campaigns perfectly matched the premium aesthetic of the original hit. My strategy as Lead Producer was to architect a ruthless, modular, non-linear production schedule—allowing us to rapid-fire through multiple scripts and user-path scenarios without burning our $100K budget on idle crew time.
Shooting an interactive, branching campaign requires airtight continuity and mathematical precision, especially on a tight budget. I partnered with the original DP, Tel Stewart, to ensure the new campaigns perfectly matched the premium aesthetic of the original hit. My strategy as Lead Producer was to architect a ruthless, modular, non-linear production schedule—allowing us to rapid-fire through multiple scripts and user-path scenarios without burning our $100K budget on idle crew time.
The Execution (The Reality)
I didn't write the scripts or cast the talent; my job was to build the machine that executed their complex interactive IP.
I didn't write the scripts or cast the talent; my job was to build the machine that executed their complex interactive IP.
• The Floor: I operated as the Lead Producer, hiring and managing the entire crew to pull off a grueling 3-commercial, 3-day shoot.
• The Post-Pipeline: Once production wrapped, I stepped directly into the post-bay—co-editing the spots and personally executing the high-end motion graphics and VFX required to make the branching narratives work.
The ROI (Digital Analytics & ROAS)
In the DTC space, views are vanity; Return on Ad Spend (ROAS) is reality. Performance marketers immediately cut funding to ads that don't convert.
• Budget Efficiency: Delivering three premium, branching interactive commercials for roughly $100K in hard production costs is an incredibly high margin of efficiency, maximizing the client's ROAS.
• Estimated Media Scale & Ad Spend: To scale this interactive campaign across YouTube and Facebook in 2016, media buyers were operating at an average Cost Per View (CPV) of $0.04 to $0.09. Based on the massive multi-million view counts Poo~Pourri demands, the estimated paid media spend behind these specific assets sits comfortably between $500,000 and $1,000,000+.
• The Revenue Proof: Performance marketers immediately cut funding to ads that do not convert. The fact that the client confidently deployed high-six to seven figures in paid distribution behind this $100K production proves the interactive format was actively printing bottom-line retail revenue.
The Bottom Line: Poo~Pourri built the scripts; I built the production machine. I took a highly constrained $100K budget, managed the crew, executed the VFX, and delivered three massive digital hits that kept a viral titan at the top of the cultural conversation.
